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Overview

Hendrick’s Gin Case Study: New Product Kits for Gatekeepers, Distributors, and Influencers

This case study highlights how The MRL Group partnered with Hendrick’s Gin to deliver a custom influencer marketing and distributor activation kit to support the launch of Another Hendrick’s Gin, a new-to-market spirits innovation. The campaign was designed to introduce the product to national account gatekeepers, key distributor partners, and select press and influencers, while reinforcing Hendrick’s position as a luxury lifestyle gin brand.

Creative Influencer Kits
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The Challenge

Launching a New Premium Gin to Gatekeepers, Distributors, and Influencers

To support the rollout of a new spirits product, Hendrick’s Gin tapped The MRL Group to design and execute an influencer marketing program to debut Another Hendrick’s Gin to:

  • Key national retail and on-premise gatekeepers
  • Strategic wholesaler contacts
  • Select media, press, and lifestyle influencers.

The kit needed to accomplish several objectives:

  • Showcase the new product and its creative campaign
  • Tell the story of the new product and its positioning
  • Generate excitement, trial, and placement conversations
  • Reflect Hendrick’s positioning as a premium lifestyle spirits brand

Adding complexity, the kits featured a new-to-world product, creating a tight turnaround window between when product samples became available and when the brand team required the kits to be delivered nationwide.

MRL Action Plan

Custom Influencer Kits for a National Spirits Launch

Leveraging insights from the client brief and campaign creative, MRL’s Creative team developed a fully custom unboxing experience designed to elevate the brand story and educate recipients on the new product.

Each custom influencer kit included:

  • A premium rigid box with dramatic interior and exterior branding
  • Magnetic closure and pullout drawer construction to highlight the luxury presentation
    • Custom high-impact elements, including:
      Pair of highball glasses with unique, custom etching on each
    • Two atomizers, each filled with unique, client-supplied aromatics
    • Custom molded black and white stir sticks
    • Stylized hand fan
    • Branded recipe card

Working closely with its global vendor network, The MRL Group carefully managed all aspects of:

  • Structural packaging development
  • Merchandising production
  • Quality control (QC)
  • Timeline and freight coordination

Using its proprietary custom kitting, warehousing, and logistics capabilities, The MRL Group pre-assembled the kits in advance, and were able to insert the NPD product immediately upon receipt of Another Hendrick’s Gin samples. This approach ensured speed to market without compromising quality.

The Results

Driving Awareness, Placement, and Premium Brand Perception

All influencer and distributor kits were delivered on time to national account gatekeepers, distributors, and media partners
The kits successfully:

  • Elevated awareness of the new product
  • Communicated the creative campaign and brand proposition
  • Reinforced Hendrick’s positioning as a premium lifestyle spirits brand
  • The influencer kits became a core component of the broader national product launch strategy for Another
  • Hendrick’s Gin

Looking to Launch Your Next Product with High-Impact Influencer Marketing?

The MRL Group specializes in influencer marketing for alcohol and beverage brands, custom kitting and unboxing experiences, national distributor and retailer activations, end-to-end warehousing, logistics, and fulfillment.

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